Consumer Behaviour

Consumer Behaviour

1. External environment

   • Existing legal framework
   • Third party recognition
   • Number of competitor stores

2. Demographics

   • Age
   • Gender
   • Level of education
   • Income
   • Time spent online

3. Personal Characteristics

4. Vendor/service/product characteristics

   • Vendor
     • Real existence of store
       • Store reputation
         • Store size
           • Reliability
             • Assurance building mechanisms
   • Service
     • Customer communication channel
       • Response to customer needs
         • Accessibility of sales pople
           • Reliability of purchasing process
     • Timeliness of orders
       • Availability of personalized services
         • Ease of return and refunds
           • Fraud
             • Delivery
               • Transaction costs
   • Product
     • Variety of goods
       • Product availability
         • Product quality
           • Price
             • Dependability of product
               • Customization
                 • Brand

5. Website quality

   • Hygiene factors
     • Privacy and security
       • Technical aspect
         • Navigation
           • Impartiality
             • Information Content
   • Motivation Factors
     • Enjoyment
       • Cognitive outcome
         • User empowerment
           • Credibility
             • Visual appearance
               • Organization of information content

6. Attitude towards online shopping

   • Consumers acceptance of Internet as a shopping channel
     • Consumer attitudes toward a specific Internet store
       • Customer's perceived risk
         • Risk associated with product/service
         • Risk associated with context of online purchases
         • Trust in the stores

7. Intention to shop online

8. Online purchasing

9. Consumer satisfaction

10. Online information seeking